Purpose Over a century of state-sponsored construction of monuments, historic mythmaking and nationalist framings of WWI has ensured that it has become notoriously difficult to present the heritage of the Great War in an inclusive and non-selective way. In this paper the authors present a strategy and technology-driven solutions to overcome the selective heritage curation of modern conflict. Design/methodology/approach Building on a suite of tools, applications and cultural heritage management plans developed by the In Flanders Fields Museum (IFFM), this paper explores the challenges of preserving and curating conflict heritage. The authors investigate the philosophy, cultural heritage management strategies and exhibitions used to curate the heritage of the Ypres Salient (Belgium). Findings The paper argues that historical aerial photographs integrated in multimedia exhibits present themselves as a fascinating source bringing the landscape within the walls of the museum. Mobile augmented reality (AR) applications developed by the museum go one step beyond and bring museum techniques to the landscape. Research limitations/implications This paper presents a strategy to present, manage and curate the entirety of conflict heritage from the modern period. Faced with growing politicisation and memorialisation of modern conflict, it is extremely important that inclusive heritage management and curation is insured. The reflections on different curatorial techniques used by the IFFM can contribute globally towards a better heritage engagement. Practical implications An innovative and meaningful framework enables a more historically nuanced visitor experience to key heritage sites throughout the Ypres Salient. Social implications Ensuring a non-selective heritage experience is especially pressing today. Over the past century canonised and national narratives have prescribed our understanding of the First World War across Europe and beyond. Originality/value Adopting a critical stance towards the proliferation in AR apps ...